As I think about ideas fine artists might implement to increase their sales, I can't help but think about the reaction of prospective clients at gallery shows. Clients become more interested in an artist's work when they overhear
other people being enthusiastic about it (See Blog Post:
Enthusiam Sells). Similarly, when red dots are going up all around them, they want to red dot a piece too. Phsycologists call this phenomenon
social influence.
Testimonials tap into our desire to be validated by others. When presented properly, testimonials effect us powerfully...causing us to stop and listen to the pitch . . . motivating us to make purchases.
Enjoying Michael Masterson's newsletter,
Early to Rise, today, I read his views on using customer testimonials effectively. He says, "Testimonials work well if they are true - and the closer you can get to truth, the stronger your sales message will be."
How could you implement this idea effectively in your art marketing? Many possibilities exist, but for today I focus on your web site. Every artist receives compliments about his work. Purchasers write thank you notes and praise the work in eloquent and truthful language. Prospective clients and friends provide fertile ground for harvesting testimonials as well.
Compile your best testimonials about specific artworks. If you don't have any start asking for some. You can do this as part of your
focus the lens efforts. . . it's another way people can support you without necessarily purchasing. The most effective testimonials will be the ones that you
wouldn't have written yourself. Post those testimonials under each piece on your web site. If you have permission, use the client's name.
Do this and your prospective clients will feel the "pressure" of social influence . . . a more powerful motivator than your long resume of "selected exhibits".
Sincerely,
Clint Watson
Software Craftsman and Art Fanatic
PS:
American Art Collector magazine boasts monthly regarding the effectiveness of their publication in assisting artists and galleries make sales. Of course they may exaggerate the level of such sales activity due solely to their publication; however, anecdotal reports tell me magazine
does provide real results. If you read their articles, you'll not see a bunch of facts and figures about each artist. What you find are eloquent and romantic articles presented with testimonials from each artist's collectors and galleries. Draw your own conclusions. . .
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